Innovation and Commercialisation in Online Grocery Retailing

Innovation and
Commercialisation

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
P1 Discuss the ways in which different organizations source and foster innovation, using
specific examples........................................................................................................................4
M1 Analyze the ways in which innovation is sourced and supported within different..............5
organization environments and cultures......................................................................................5
P2 Differentiate between different types of innovation and how they are processed within
organizations...............................................................................................................................6
M2 Analyze how different types of innovation are successfully processed within different.....7
organization settings....................................................................................................................7
P3 Produce a detailed business case for innovation for an organization, including risks,
benefits and ways to access funding...........................................................................................8
M3 Produce an evidence-based business case analysis for innovation that emphasizes the
business value for potential investment....................................................................................10
P4 Recommending tools for protecting the knowledge and intellectual property, generated
through innovation process with critical evaluation of tools....................................................11
M4 Critically evaluate the different tools that organizations can use to develop, retain and
protect knowledge and intellectual property in the context of the wider business environment.
...................................................................................................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation refers to the development of something new and unique. For the online retailer it is
the building up of a new product that is completely new and distinct from others. The term
commercialisation is the method of bringing the new products and services on the ground. It
necessitates production, distribution, marketing, sales and other important functions which is
crucial for the achievement of the commercial success of the new product and service.
Innovation without the commercialisation is nothing. The source behind the innovation are the
four important areas such as the unexpected success and the failures, the process needs, the
changes in the market and industry and the incongruities. Through the constant evolvement of
the technology, there can be seen the significant changes in the way in which the dealings of
products and services are done. The report below will cover the Amazon fresh and Wizzy as the
two major online grocery retailers(Ding and Wu, 2022). Amazon fresh is the subsidiary of the
American e-commerce company Amazon in Seattle, Washington. It is the grocery retailer with
physical stores and delivery services. Whereas Wizzy is offering grocery delivery service which
provides UK groceries to the doorstep. The report will cover the different which the
organisations promotes and source the innovation and also an overview will be covered
regarding the different types of innovation. Further a detailed business case will be covered
which will also include the risks, benefits and ways of funding. At the end the report will cover
the tools that organisation use for protecting the knowledge and intellectual property.
TASK
P1 Discuss the ways in which different organizations source and foster innovation, using
specific examples.
For retailers, innovation is all about the occurrence of the new developments or the
enhancements in the technology, services or the products or the business systems. For consumers
it offers convenience and value and for the retailers the growth and competitive advantage.
Innovation needs to be market focused. Thus it must begins with the identification of the
opportunities in more systematic and organized way(Dutta, Shukla and Chander, 2021). There
are various ways in which the innovation is sourced that are-
 New knowledge- it has been seen most commonly, that ideas keeps on discovering with
the passage of time and are added to the existing knowledge base. So knowledge is

considered the key for sourcing the innovation. The more advance technology is the
source of innovation that can be avoided. By keeping the pace with the ongoing trends
and the emerging trends, the satisfaction of the customer, better understanding of the
effective utilization of the technology and an enhanced customer service and the supply
chain.
 Demographics- this includes the traits like population, size, age structure, employment,
educational status and income. These all are considered crucial indicators for tracking the
future trends and offer the diverse opportunities for the innovation. More the gap between
the generations, more will be the distinct demands for the products and services. The
changes occurring in the environment helps in identifying the need or the products, the
target sector and the number of products being distributed.
 Innovation based on the process needs- the weaker section of the organization such as
workflows, processes and system offers the practical opportunities for the innovation.
Innovation as per this is task focused situation focused.
 The unexpected- the emerging business world is unpredictable which is full of
unanticipated events(Exposito and Sanchis-Llopis, 2018). So this basically means the
unsure failures and the success or any events that occur in the organization which trigger
innovative ideas and become the most creative source of the organization. These
situations further influence and inspire the organization in new way.
 Changes in the industry structure or the market structure- every organization needs to
adapt the changing environment in an effective way. Whenever a change occur in the
industry, the business gets effected but it inspire people to explore the new ideas.
Therefore the industry and market are ever changing, thus creates a great opportunities
for innovation in order to make the organization adapts the same and adjust quickly.
So for Amazon Fresh, the major source of innovation is the new knowledge and the
demographics. The reason behind this is the getting a brief description of the capacities that it
must pursue in order to sustain in the market and also for the timely implementation of the
indispensable innovation and achieve the heights in success.
For Wizzy, the major source of the innovation is changes in industry structure and the market
structure. The reason for this is to get a hint that what a market requires and what the retailers are
offering. So overall, a comparative view is gained between the offering and the trends existing.